The Influence of Consumer Altruism on Complaining Behavior

This paper examines the effects of consumer altruism on complaining behavior in the context of a dissatisfactory marketplace experience. Adult consumers participated in the data collection, and results show that consumer altruism is positively related to both consumer voicing and negative word-of-mouth when controlling for the severity of a marketplace encounter failure presented to respondents in a scenario format. The findings suggest that appealing to altruistic motives might facilitate consumer voicing, thus, benefiting companies by providing feedback about problems arising in the marketplace and preventing negative word-of-mouth. Consumer protection agencies might also consider altruistic appeals in soliciting information about shoddy practices in the marketplace.



Citation:

Piotr Chelminski and Robin Coulter (2007) ,"The Influence of Consumer Altruism on Complaining Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 369-373.

Authors

Piotr Chelminski, Providence College, USA
Robin Coulter, University of Connecticut, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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